What counts as PR these days?

3 years ago the definition of PR was hard enough and for those that are interested the CIPR’s definition seemed to be as good as any (http://www.cipr.co.uk/direct/careers.asp?v1=whatis) That said, the fact that Ad agencies dominated the Cannes Lions PR awards (alright, not that many PR agencies entered but few can argue that the Best Job in the World campaign won) is evidence that the dividing lines between PR and other areas of the marcoms mix are more clouded than ever. In addition to the normal media relations stuff, PR now includes the use of social media, search engine optimisation, production of video content and much more besides. The problem for PR agencies is that no doubt if you spoke to a leading Ad agency, they would say much the same. Perhaps the overall winner from Cannes, Obama’s Presidential campaign, also shines some light on this. The campaign seemed to win for what we would predominantly call PR attributes. Namely “a masterful combination of new media, door-to-door and community grass roots campaigning with a clever tactical use of traditional TV advertising.” Clearly the advertising bit isn’t PR’s home turf but as for the rest of it, well most big agencies in London are positioning themselves as expert providers of all of these services. It seems the future is a bright one for PR, but as to whether this brave new world will dominated by the advertising agencies, or PR agencies, well perhaps the jury is out.